Copy Link
E-mail
LinkedIn
Facebook
Telegram
WhatsApp
Latest Updates
The Experience Effect: Engage Your Customers With a Consistent and Memorable Brand Experience
DIAMOND
RATING
RATING
Jim Joseph, AMACOM, 2010
Senteo’s Review 
The author of The Experience Effect defines the term as “the summary impact of your brand on a consumer based on the cumulative experiences they have with your brand every time they interact with it.”
This book is a guide for brand building and intended for marketers, proposing a 6-step approach:
- Define your brand with clarity
- Understand your target audience
- Ensure your brand is rooted in the lifestyle of your customers
- Activate brand “touchpoints” that engage your customer both rationally and emotionally
- Tap into the power of social networks to market your brand
- Test touchpoints to make sure they work and guarantee that the experience effect belongs to your brand alon
This is an easy-reading book on marketing with an emphasis on brand. It is written from a marketer’s/advertiser’s point of view. Insights and good examples of branding and how we all have become “marketers” of our own individual brand, not just customers of others’ brands, even citing celebrities such as Madonna.
The book refers to the importance of customer experience, primarily through the touch-points example, however this is not a book on customer experience. It is written with a brand focus, however in stressing the brand above all it overlooks the principle of customer experience (while referring loosely to it), overlooking all the other aspects of creating a consistent, compelling customer experience. For more on experience, see Customer Experience Strategy (Senteo review).
The decision to pay money for a product or service is often based on more than just the product or service itself. Consumers care deeply about the overall experience of the buying process: They respond to the marketing message, the advertising, the sales approach, the website, the interaction with company personnel, and more. When all these elements come together to form a seamless experience, the customer is left with a feeling of satisfaction that ultimately builds loyalty. Jim Joseph calls this ideal combination the ‘experience effect’, and in this book he shows how any business can create one for its brand. Filled with practical advice and real-life examples. Whatever the business, whatever the size, “The Experience Effect” will help companies create a simple yet powerful brand experience that resonates purpose fully, consistently, and continuously with customers.
This book provides an introduction for brand managers and marketers looking to create a compelling brand strategy with emotional appeal. It contains good examples such as Abercrombie & Fitch, Ralph Lauren, Apple, Blackberry and American Express.
Senteo Subject Category
This book provides a loose research background on creating a compelling brand strategy with some examples for tactical applications (6-step approach), we feel these were light on details.
The best book reviews in your inbox!
Subscribe now and receive a special gift with your subscription.
See content on this topic
Do businesses lack the intelligence to effectively manage customer relationships? This article explores the various forms of intelligence that businesses must develop in order to better serve this goal.
What is the difference between retention and loyalty, and between customer-centric and relationship-centric business models? How exactly can one monetize customer experience? Michael Ruckman answers these questions and more…
What is the difference between retention and loyalty, and between customer-centric and relationship-centric business models? How exactly can one monetize customer experience? Michael Ruckman answers these questions and more…
Related Book Reviews & Education
A collaboration between two authors known for their research on customer centricity, this book focuses on individual customer relationships, targeted sales and marketing, rather than the market at large.
Jeff Toister is a customer experience author, consultant, and trainer. His book provides a unique guide of useful tips which emphasize customer service skills that also trickle into relationship building.
Laszlo Bock depicts Google’s corporate culture and explains how it is applicable to many other environments. He believes that people are fundamentally good and should be trusted.
Frontline Trainings
Front Line Sales Training & Development
Sales training for front line along with basic development and coaching principles for line management.
Master Class
Workshop
Experiential Branding & Communications – Improving Brand Integration Through Emotional Engagement
Understanding branding and communications from the standpoint of emotional engagement and building relevant and meaningful dialogue with customers.
Master Class
Workshop
Designing Experiential Customer Environments (Physical & Digital)
This course covers a complete view of customer touch points (both physical and virtual) and a unique model for standardizing and managing customer contact models across channels including approaches for customer feedback, quality management, and migration.
Management Trainings
Experiential Innovation & Relationship-Centric Business Design
Understand how the innovation process changes moving from functionality and channel design to a process focused on creating value for customers.
New
Online Course
Understanding Brand & Communications
Experiential Branding & Communications – Improving Brand Integration Through Emotional Engagement.
$195 One-Time Charge
Online Course
Understanding Customer Touch Points
This course covers a complete view of customer touch points (both physical and virtual) and a unique model for standardizing and managing customer contact models across channels.
$195 One-Time Charge
Master Class
Workshop
Using Customer-Oriented Analytics & Behavioral Scenarios to Improve Business Performance
Understand the value of a customer-oriented analytics package and how behavioral scenarios can be used to improve profitability through influencing behavior and usage.
Master Class
Workshop
Understanding Game Dynamics & Applying Gamification to Drive Customer / Employee Engagement & Loyalty
To understand the principles of game dynamics and learn how to effectively use the elements of gamification in business: to involve customers, employees and contractors in the process.
Master Class
Workshop
Experiential Branding & Communications – Improving Brand Integration Through Emotional Engagement
Understanding branding and communications from the standpoint of emotional engagement and building relevant and meaningful dialogue with customers.
Master Class
Workshop
Designing Experiential Customer Environments (Physical & Digital)
This course covers a complete view of customer touch points (both physical and virtual) and a unique model for standardizing and managing customer contact models across channels including approaches for customer feedback, quality management, and migration.
New
Online Course
Understanding Brand & Communications
Experiential Branding & Communications – Improving Brand Integration Through Emotional Engagement.
$195 One-Time Charge
Online Course
Understanding Customer Touch Points
This course covers a complete view of customer touch points (both physical and virtual) and a unique model for standardizing and managing customer contact models across channels.
$195 One-Time Charge
Go Back
Leave a Reply
You must be logged in to post a comment.